Aetna / audio identity

AETNA /AUDIO IDENTITY

partnering with Siegel+Gale, we were asked to bring the new logo to life through animation and sound.

During production of the anthem video we established an intuitive sound palette to fit the brand messaging. But to create Aetna's first global audio mnemonic, my recommendation was to start fresh with new research and strategy to guide our aesthetic choices.

Aetna encourages people to live healthy, fulfilling lives. To deliver this promise, our research showed that the sound of Aetna should always be heartfelt, honest and warm, resonating with core human emotions and rising above current music trends. Brand music should be emotionally dynamic, engaging and intelligent, compelling and bold, simple but not childlike. We arrived at a melodic approach to Aetna's signature sound that touches on each of these characteristics. While the resulting product is very simple, the style guide breakdown reveals the nuances and meaning behind each note.